Fox Look to sell Juma, IMG's 'Elevator Up!'
Hold the door — Juma Entertainment (“The Singing Bee”) and IMG Media have lined up Fox Look to sell a new elevator-themed gameshow to international buyers.Launched in time for this week’s Mipcom TV confab, “Elevator Up!” puts hidden cameras in an elevator and watches as five or six strangers suddenly find themselves in the middle of a gameshow. It’s “Cash Cab” meets Aero-smith’s “Love in an Elevator.” A host will ask questions via a video monitor hooked up inside the elevator, while contestants are asked trivia questions for cash prizes. Juma prexy Bob Horowitz said he came up with the idea while looking at an elevator video monitor (offering up news headlines, stock quotes and trivia questions) while riding up a New York highrise. “I was observing people talking, when one guy covered the monitor and asked another for the answer — and then the FedEx guy chimed in,” Horowitz said. Horowitz contacted his former colleagues at IMG (where he formerly headed up its U.S. TV arm) and together they came up with the format and shot a presentation. “There’s probably no more claustrophobic space,” Horowitz said. “You put people in an environment where they feel uncomfortable, creating some drama.” Horowitz said the producers also came up with a way to shoot the show even in buildings with fewer than 10 floors — a necessary move to sell the format in territories without many highrises. Horowitz said Juma and IMG plan to take the show out in the U.S. after it’s sold overseas. Fox Look topper David Lyle will pitch the show this week at Mipcom. Horowitz, Steve Mayer and Lewis Fenton are the exec producers behind “Elevator Up!”
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